founderspledge

Tom Logan is the Co-founder and CEO of Cohley, a content generation and testing platform that helps brands create content for social ads, email marketing, websites, and more. Tom is also a member of Founders Pledge, an initiative enabling philanthropy among founders and investors. Before founding Cohley, Tom was the Director of Customer Development at Piqora and a Client Success Manager for Wildfire by Google.

In this episode…

According to digital studies, 70% of in-store purchases occur from online product research. With this integration of retail and digital commerce, consumers desire authentic, interactive content. How can you optimize your product detail pages to emphasize the voice of the shopper?

As consumer shopping habits expand to both online and in-store channels, content tester Tom Logan says you must diversify content to target shoppers on their chosen platforms. Product reviews are one of the most reliable conversion drivers, so curating and emphasizing positive reviews on your PDPs is critical. You can generate authoritative content from reviews by launching product unboxing and testing videos on multiple social channels. While many brands leverage influencers to create these videos, Tom recommends using loyal customers to shift the focus from brand awareness to the voice of the shopper. 

Join Aaron Conant in today’s episode of The Digital Deep Dive as he welcomes the Co-founder and CEO of Cohley, Tom Logan, back to the show to discuss optimizing content for the shopper. Tom shares how brands can leverage authentic UGC content, how to optimize reviews to drive purchasing decisions, and considerations for generating creative content for retail media.

Tom Logan is the Co-founder and CEO of Cohley, a content generation and testing platform that helps brands create content for social ads, email marketing, websites, and more. Tom is also a member of Founders Pledge, an initiative enabling philanthropy among founders and investors. Before founding Cohley, Tom was the Director of Customer Development at Piqora and a Client Success Manager for Wildfire by Google.

In this episode…

As content creation grows more expensive, brands are beginning to reduce their budgets. But this introduces risks since content is essential for channel diversification, audience reach, and in-ad optimization. So how can you enhance your content budget to maximize growth?

When developing content to boost brand performance and visibility, Tom Logan emphasizes the value of testing and learning. With the rise of new digital channels, you have to leverage various approaches to position your brand and determine the appropriate channels to allocate spending. It’s also beneficial to analyze KPIs and advertising data so you can guide strategies and refine content. User-generated, short-form videos on Instagram and TikTok effectively generate engagement and results. 

In this episode of The Digital Deep Dive, Aaron Conant welcomes Tom Logan, Co-founder and CEO of Cohley, back to the show to talk about why brands shouldn’t cut content budgets. Tom discusses how brands can optimize content budgets, the key factors influencing brands’ decision-making, and the importance of developing an R&D budget for testing and learning.

Tom Logan is the Co-founder and CEO of Cohley, a content generation and testing platform that helps brands create content for social ads, email marketing, websites, and more. Tom is also a member of Founders Pledge, an initiative enabling philanthropy among founders and investors. Before founding Cohley, Tom was the Director of Customer Development at Piqora and a Client Success Manager for Wildfire by Google. 

In this episode…

There’s a demand for content now more than ever before, yet content is more expensive than ever. To help fulfill that need, some brands are turning toward off-brand, third-party content, while others are averse to giving up their brand control. Amidst this debate, Tom Logan shares advice and best practices for using content to grow your brand. 

Tom says that it’s crucial for brands to generate diverse, high-quality content from a variety of sources. But what’s most important is the ability to test and learn. Every single piece of content should be heavily decided on by using data because it’s much more consistent — and successful — than judging by a gut feeling. Data is the key to building an enduring brand. 

In this episode of The Digital Deep Dive, Aaron Conant is joined by Tom Logan, Co-founder and CEO of Cohley, to talk about on-brand and off-brand content generation and marketing. Tom discusses how one type of content can double your sales, why data is vital to your brand’s success, and why you shouldn’t rely on one specific channel. Plus, Tom guides brands through the strategies and changes they should be considering for the future.